Allan Kent leaves Saatchi AtPlay for Primedia Broadcasting

by Herman Manson (@marklives) Allan Kent, Head of AtPlay at Saatchi & Saatchi, has left the agency to join Primedia Broadcasting where he will head up the digital division.

Kent has spent close to twelve years at Saatchi – first as an ‘external resource’ (his words) then from 2006 as an employee.

Primedia Broadcasting, a client of AtPlay, consists of really passionate people, says Kent, who has grown to know the business well. When the new position came up he felt it would be a great opportunity to spread his wings at a business where he “already knew what I’d be getting myself in for,” says Kent.

“Working in an agency you tend to spend your time across a number of brands working fairly superficially – so I’ve got a lot of broad (but not deep) experience – but you rarely get the chance to deep dive into the brand and product,” says Kent. “Moving into a client side position lets me expand on that experience in really working for an extended period with a few projects under a single brand.”

Saatchi & Saatchi Managing Director Ian Young says the agency had “twelve fantastic years out of Allan and we are grateful for that.” Young says Kent and Alan Cronje (Digital Creative Director at Saatchi & Saatchi AtPlay) has built a very strong digital offering at Saatchi & Saatchi.

Kent’s move has resulted in a slight restructured at Saatchi & Saatchi AtPlay. Young says the agency has brought a technical head on board and are about to appoint a head of mobile development. Cronje will play the lead role at AtPlay.